Direct Mail Piece of the Week: Jaguar
August 8, 2016
Wow! Jaguar pulled out all the stops in a recent direct mail piece. Let’s take a closer look.
Format: The self-mailer was dimensional or “bulky”: 8” x 8” and ½” thick.
Design: The minimalist design on the outside had a large black solid, Jaguar logo and tagline on the address side. The back side, or front of the mailer, was a photo of the headlights of a Jaguar and the wording “Typically the British don’t like to stand out”. When the piece was opened (it was held together by a magnet), the photo on the left inside was of their 2017 XE model. There was a pocket on the left side with an 8” x 8” insert that detailed the vehicle’s information and included photos. On the right side of the mailer was a diecut rectangle in which a rectangular piece nested. When you remove the insert, it popped into a square box with the Jaguar logo and photos of the vehicle on the sides of the box. Very unusual and eye catching presentation!
Printing and Paper: Jaguar used a heavy cardstock on all of the pieces. They used soft touch coating and spot uv throughout. The net effect of both techniques was a dull look with some contrasting high gloss finishing that looked incredibly rich (which I’m sure was their goal). Soft touch coating has a “velvety” feel to it which adds to the sensory impact. The front of the mailer and the box also had silver foil which really stood out.
Presentation: The mailer was shrunk wrapped which kept the pieces together. It made the end user realize there was something significant inside.
Purpose: Jaguar is using this piece to generate sales and leases of their 2017 XE model.
Offer and call to action: The offer was to make a statement by leasing or purchasing one of their luxury vehicles and/or to test drive a vehicle. Jaguar outlined all the features and benefits of owning or leasing a Jaguar over the competition. The call to action was to visit a specific webpage or call a specific phone number.
Digital technology integration: None. One suggestion would be to include a QR code that would take the consumer to a video tour of the vehicle.
Personalization: None but none was needed.
Overall, this was one of the most visually interesting pieces I have seen in the mail. The bulkiness of the package and the unusual size really made the piece stand out. The design techniques used along with the high quality photos added to the quality of the piece.